The International Indian Film Academy (IIFA) begins its second decade with the three day IIFA Weekend set to be hosted in Colombo, Sri Lanka's capital from June 3.
A section of the pro-Tamil groups is pressurising the film fraternity including Amitabh Bachchan, the IIFA brand ambassador to skip the event.
Kamal Hassan, chairman of the Media and Entertainment Conclave of the Federation of Indian Chambers of Commerce and Industry (FICCI), has already decided to give it a miss to the
choice of the venue.
However, the organisers Wizcraft say that all roads will lead to Colombo, as IIFA puts on its grandest three-day show in the heart of Sri Lanka.
"IIFA is a symbol of integration that has used cinema to successfully build stronger relationships with countries over the last decade. We are proud that IIFA 2010 is striving to
create a positive contribution to Sri Lanka and feel that this year IIFA is set to exceed all expectations," Wizcraft director Sabbas Joseph said.
Meanwhile, the South Indian film industry has asked its Bollywood counterparts not to participate in the event threatening participants with boycott of their films and "non-cooperation" in South India.
Even though the presence of the Bachchan family is clouded in uncertainty, the island nation, also called the pearl of the Indian ocean, will see some of the other big Hindi cinema stars like Salman Khan, Hrithik Roshan, Anil Kapoor, and Sanjay Dutt in action.